King Charles III has been in the spotlight for his entire life but is he due a rebrand now hes head of state?

Until Sept. 8, Charles was the worlds longest serving heir, having been the first-in-line to the throne since 1952. Thats 70 years his mother was crowned when he was just 3 years old.

However, during that time the royal has had a rather tumultuous relationship with the public. Perhaps, as he transitions into his new role as sovereign, Charles is looking to rejuvenate his image too.

But, why would he need a rebrand?

The king has faced a great deal of scrutiny over the years, and his public persona has not always emerged intact.

In 1994, he indirectly insulted his own parents by telling interviewer Jonathan Dimbleby they were not supportive throughout his childhood, prompting pundits to speculate about a royal rift and that Charles had overshared.

During this same period, Charles reputation was on the line due to his declining relationship with his first wife, Princess Diana.

Not only was she seen as the Peoples Princess and more popular than him, their tense separation in 1992 and her subsequent death in a car crash in 1997, led to an outpouring of grief and many people turning against the royals in rebellion.

Charles affair with his current wife, the Queen Consort, then known as Camilla Parker-Bowles , through part of his marriage to Diana was highly publicized. Camilla was also married during their affair, pushing more of the public to side with Diana, then Princess of Wales.

While Charles and Camilla have been happily married since 2005, the popular Netflix series The Crown has been raking up the entire history of the queens reign for the past few years, with a fair amount of artistic license, too.

This has caused renewed anger among younger generations who may not have experienced the tension between Charles and his parents, and his ex-wife, the first time around.

Further questions over the future of the royal family under Charles hand emerged when his second son Prince Harry and wife Meghan Markle announced they would be leaving The Firm. The Sussexes have since indicated a rift still exists between them and the new king.

Charles, too, has been criticized for meddling in politics and supposedly lobbying politicians after his black spider memos were revealed by the Guardian in 2015. This was particularly worrying for many Palace staff, because Charles is part of the constitutional monarchy he is meant to be apolitical.